(Ecofin Agency) - “The development of media habits of people in Kinshasa from 2014 to 2015”. This is the title of a survey undertaken in Kinshasa, the capital of the Democratic Republic of Congo, by the market research company Target SARL. Created in October 2011, it aims to be a reference in the Democratic Republic of Congo for market research and consultancy. 

The survey addressed the manner in which inhabitants of Kinshasa use the media, particularly free-to-air television (traditional television), cable television, radio, internet and printed press. A thousand inhabitants in the capital were questioned, of which 500 were men and 500 women. Overall, traditional television audience romps at 96%, against 33% for radio, 29% for internet, 21% for cable TV and 6% for newsprint.

Of all the media, only traditional television has maintained audience levels from 2014 to 2015. The other media have experienced a decrease over the same period. Radio was at 43%, a decline of 10%. Internet is no longer at 35%, it has lost 6 points. Cable channels which were at 26%, recorded -5%. Finally newsprint which was already suffering with 10% of the audience lost a further 4%. In Kinshasa, audience tastes vary from one media to another.

Thus, traditional TV is preferred for news, series and cultural shows on fashion and customs, women and society. So, viewers only switch to cable TV for some series, but above all for music, sports, African films and entertainment programmes. Generally, Western films, religious programmes and political debates experienced a slight decline with viewers.